Beruflich Dokumente
Kultur Dokumente
This part provides a template for developing a marketing strategy for the smaller organization. The format is a
workbook style with many forms to help provide a solid guide for executing the strategy concepts discussed
earlier. The forms are a shorthand way to get started but they should be supplemented with more detailed dis-
cussion. They provide the backbone to one process. A complete marketing strategy document will be in much
more detail than provided by the forms and questions. You will want to refer to the text for a detailed discus-
sion of the concepts before filling in the forms.
The outlines may be done by one individual or by a group. No matter who fills in the forms, they must repre-
sent the wisdom of one organization and there must be a consensus among the organization of what is written.
Without agreement on some of the basic marketing facts and assumptions, it will be virtually impossible to
develop consensus later as to what direction the company should take.
Any strategy development must be based on an understanding of the company’s situation with reference to the
internal environment and the external environment. The marketing strategy is about managing from the
outside to the inside. A proper situation analysis provides the background and foundation for the strategic
direction.
The starting point is to understand the driving forces in the environment or industry that the company operates
in.
OVERVIEW OF MARKET ANALYSIS*
• CHARACTERISTICS
• SALES POTENTIAL
• SHARE ESTIMATE
• PROFIT FROM SERVING
* The author is grateful for Dr. Michael Mayo’s contribution of the “Overview of Marketing Strategy” and
the ”Overview of Market Analysis” outlined in the Template for Marketing Strategy. (Dr. Mayo is the
Associate Dean, School of Business Management, Ryerson Polytechnic University.)
Driving Forces and Implications for the Company in Order of Magnitude of Effect
The next step is to analyze individual consumers (individuals, and organizations) and to set out our primary
and secondary segments or target markets.
2. 2.
3. 3.
4. 4.
5. 5.
Product/Service Analysis
Product/Service Benefit
1. 1.
2. 2.
3. 3.
4. 4.
Now match the needs of the customer segments with the benefits of the product /service.
Describe the characteristic of the target groups in a little more detail in order to understand the scope
of the markets:
Sales Potential:
Share Estimate:
Sales Potential:
Share Estimate:
Sales Potential:
Share Estimate:
Sales Potential:
Share Estimate:
Research
Information is not always available from secondary sources but only from primary sources. A list of
needs with cost estimates may identify gaps.
Information Needed Source Cost
1.
2.
3.
Competitive Analysis
The first step is to identify the competition and analyze their strengths and weakness.
1.
2.
3.
4.
5.
Competitive Price Analysis
Product/Service Offering
ProductlService Service
Product/Service Quality
Cost
Management
Marketing Skills
Marketing Effort
Technology
Sales Force
Distribution
Pricing
Manufacturing
Financial Strength
Location
Promotion/Advertising
Total
Scale
To start with, a listing of the past five years’ performance provides the sketch of the past successes.
Evaluators
1. Market Share
a. Company
b. Product A
c. Product B
d. Product C
2. Gross Sales
3. Gross Profit
5. Gross Margin
a. Company
b. Product A
c. Product B
d. Product C
6. Return on investment
7. Marketing Costs
a. Administration
b. Sales
c. Communications
The quickest way to get to a qualitative assessment of the company is via the strength, weakness,
opportunity and threat analysis (S.W.O.T.).
Strengths
Weaknesses
Opportunities
Threats
Identification of the
Company’s Competitive Advantage
2.
1.
4.
3.
5.
Generic Options for
Marketing Strategy
Differentiator
Niche Player
Local
Country Wide
North America
International
Mission
A mission statement is a brief statement describing the purpose of the organization. One needs to be
developed and there has to be a high level of subscription to it within the organization. The marketing strategy
must be congruent with the mission of the organization.
Our mission is:
Objectives
There must be some goals and objectives to focus the strategy. There are three levels that need to be devel-
oped—overall company objectives, marketing objectives and financial objectives. Depending on specific cir-
cumstances, these objectives may be divided into short or long—term objectives.
3. 4.
5.
Marketing Objectives:
1. 2.
3. 4.
5.
Financial Objectives:
1. 2.
3. 4.
5.
Strategy
The first thing to do is to analyze the options and decide where the strategy is heading. In a general way, there
are four directions:
1. Risk/opportunities in Quadrant I
2. Risk/Opportunities in Quadrant II
4. Risk/Opportunities in Quadrant IV
Direction in Order of Preference
1. 2.
3. 4.
The Choices
Marketing strategies are statements of the direction of the company’s marketing effort. Four choices must
be made1:
1.adapted from George S. Day “Marker Driven Strategy”. The Free Press, 1990
Statement of Investments Needed
to Implement the Strategy
1. Capital funds
2. Human capital
3. Expenses
1.
2.
3.
4.
5.
Tactics
Tactics have traditionally been summarized by four variables: price, promotion, product and place (4 P’s). The
following is a good start in developing tactics.
Product/Service
3. Objectives: 4. Position:
5. Opportunities 6. Threats
Price
1. Objectives 2. Cost
3. Price Strategy
Promotion
1. Communication
a) objectives b) budget
C) theme d) media
2. Sales Force
a) objectives b) budget
c) structure d) territories
e) reward structure
Distribution
1. Objectives
2. Channel members